Good PR writing starts with research and an understanding of how the process of communication works. Your research should make you a near expert about your topic, your reading audience, and your PR goal (Inform? Entertain? Influence attitudes? Encourage behavior?).
Have fresh information.
You must know enough about your audience that your words will be interesting, useful, helpful, and motivating. Even if you know a lot about your topic at the start, you still should find out ‘what’s new.’ With our 24/7 information cycle, some strategic searches will ensure you’ve found credible and insightful news and not just hobbyists' blogs.
Know your audience.
Understanding your readers allows you to write concisely and effectively. Who are you writing to and for what purpose? What do they know already and what do they need to know? What are your goals?
In most writing for PR, providing the 5W’s and H upfront – who, what, when, where, why, and how – gives readers enough critical information and encourages them to read on. The facts, themes, words you choose to use will help increase interest and engagement. That's called "framing" - how journalists and PR writers selectively use content that tells a story in a certain way, emotive, visually stimulating, etc. to appeal to readers and clearly make intentional points.